Reliance Mobile is going live with special mobile content based on the movie leveraging its VAS platform – R-World to allow users to access special content including caller tunes, ringtones, wallpapers and videos related to the movie.

Speaking on the occasion Reliance Communications senior executive vice president Akshay Kumar said, "We are proud to associate with Daddy Cool. We are happy to promote this movie across all platforms offered by Reliance Communications. We are optimistic on leveraging our technology to create a definitive connect of this film with our subscribers across the country."

There was also a meet and greet with key RCom distributors and dealers. The event was beamed live to six cities across the country over video conference.

BIG Pictures COO Mahesh Ramanathan said, "We are pleased to partner RCom in this initiative that will take Daddy Cool to RCom subscribers. This will considerably broaden the appeal of the film across audiences."